Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

In-Car Entertainment in Austria

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Executive Summary

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PROSPECTS

In-car entertainment struggling to compete with mobile devices

Smartphones and mobile devices continue to replace in-car entertainment products by offering similar features, such as Google Maps, and functions. Many pre-installed systems in cars offer excellent quality and therefore do not require replacement.

Manufacturers turning attention to more attractive markets

Demand for in-dash media players is likely to continue declining rapidly over the forecast period given the increasing penetration of the latest generation of built-in entertainment. There is an increasing lack of standardisation in car design, with it often not being possible to replace a built-in media player with a standardised aftermarket product.

Forstinger bankruptcy continues to impact sales

Other non-grocery specialists remains the largest channel for in-car entertainment in Austria, with car parts specialists accounting for the majority of sales. However, internet retailing is slowly growing in popularity, with some car parts specialists introducing a “ticket-system” for purchases made online.

COMPETITIVE LANDSCAPE

Leading players continue to gain share at expense of smaller operators

Garmin’s leadership within in-car entertainment can be attributed to its strong position within in-car navigation, with TomTom International, another in-car navigation specialist, ranking second. In the face of decreasing sales that led many players to exit the category, in-car navigation became increasing concentrated during the review period, with Garmin and TomTom holding a clear combined majority volume share.

Pioneer reaps benefits of diverse portfolio and commitment to innovation

Pioneer remains a highly popular brand and the clear leader in in-dash media players and in-car speakers due to its long history in in-car entertainment products and constant innovation. For example, the brand recently incorporated Waze (world’s largest community-based traffic and navigation application) into the dash of vehicles via a large touchscreen display, thus making it easier to view maps and directions.

Garmin pinning hopes on DriveSmart 65 to revive ailing demand

In June 2019, Garmin Austria launched DriveSmart 65, which has an extra-large screen and can access traffic information via DAB+ or a smartphone linked either by Wi-Fi or Bluetooth. The in-car navigation system combines navigation and the Alexa voice assistant in the same device and is expected to help reignite interest in the declining in-car entertainment devices segment.

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